The nonconsequential philosophical approach to ethics would be my recommendation that Ravi should consider following when addressing the unfair trade that resulted from the growers to be underpaid for their cola nuts. According to the nonconsequential approach, an individual’s morality is judged on other principles and not on consequences. When taking part in an action individuals are often assured by duty and reason (Fail, 2014).  They, therefore, should undertake an approach that will ensure ethics is upheld if everyone decided to act in the same way. Above all when focusing on human beings, they should be treated as ends and not a means to an end.

The nonconsequential hypothesis adoption of Fairtrade practices ensures that the company is treating the small growers as an end and not a means to an end. Due to the Fairtrade principles that enable the company to fair trade with the growers in the long run, in which it allows the producers earn a fair wage for their cola nuts by providing a secure fair income to have a quality life. Furthermore, if the Fairtrade practices are adopted by all companies in the world ethics will reign in business practices. I will suggest to Ravi to adopt the Fairtrade practices to assure that the cola nuts farmers receive a fair wage in the future. Since the human rights group advocating for the farmers has a solid argument that is centered on the charter of Fairtrade practice. Zip -6 is an international beverage, and therefore they are bound by the world trade organization laws about the trade (“Fairtrade International (FLO): Fairtrade International,” 2016).

Since the organization adopted the 2009 charter of fair-trade principles, all companies under it are expected to adopt the same practices in their daily activities. The cola nuts acquired from Fairtrade are costly according to the company’s managers. When analyzing the cost, it shows that adopting will have a slight impact on the production cost of the drink. Therefore, adoption of the practices will not have a negative impact on the profits of the company. This mark indicates that the producers and the company all were bound by the fair trade practices in the production of the sports energy drink (“Fairtrade International (FLO): Fairtrade International,” 2016). Ravi’s adoption to this idea will attract customers who certainly live by the ethics. Good morals will shed light on the company, in which the Zip-6 will benefit from, a good reputation will be around, and free advertisement, therefore the profit will not be affected. Buying their products from companies that are directed by sound moral practices to those that engage in unethical practices. Therefore, Ravi consenting to the fair trade principles will result in an increment in their revenues and market share. Lastly, on the aspect of the price the company has the option of negotiating with the producers. This fact is based on the fair trade practices allows them to come to an agreement that will benefit both parties (“Fairtrade International (FLO): Fairtrade International,” 2016)

In conclusion, Fairtrade practices have excellent partnership with a huge number of distributors and other companies. When Ravi adopts Fairtrade it’ll progress towards improvement; it will also provide proper living standards for the producers. As for the company that Ravi works for, it enhances it will earn its respect.

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